Phone: 
‘This is what the future will look like’: Accenture Song has moved upstream of advertising
By Seb Joseph Nearly a decade after it began acquiring agencies, Accenture’s marketing arm is now comparable to the largest ad agency holdcos — and is still aggressively expanding — while sitting outside many of the structural constraints that define them.
Accenture Song generated roughly $20 billion in revenue over its last fiscal 2025, up 8% on the previous year. By comparison WPP reported £14.7 billion in 2024, while Publicis Groupe made €16.03 billion. Sure, the comparison is imperfect since they’re not the same, but the signal is clear: a consulting firm now runs a marketing operation with the economic weight comparable to the largest agency networks — and unlike them, it’s not in a stabilization phase. On the contrary, Song continues to widen its footprint through acquisitions, platform investments and ecosystem partnerships.
What’s emerging is a control layer in marketing services — one that increasingly determines how marketing labor, data and tech are orchestrated inside large enterprises.Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV. …read more
Source:: Digiday
